Oilily, a vibrant Dutch fashion brand founded over 60 years ago is known for its bold prints and colorful designs. Oilily now serves customers worldwide with thousands of products every season on Shopify Plus.
The company sought to enhance its tracking capabilities to optimize marketing performance and customer insights, relying on a partnership with us to overhaul its technical infrastructure.
The existing setup was no longer sufficient to meet Oilily’s needs. At the time, Shopify had just introduced Checkout Extensibility, which was set to replace the traditional checkout.liquid method.
Being newly introduced, there were limited resources on this. So we were facing a dillema: are we going to improve the current setup and wait until Checkout Extensibility has become tried and tested or are we taking a leap?
After analysing the situation, we took the forward-thinking approach to prepare for the transition to Checkout Extensibility. Our in-house Shopify expertise gave us confidence this was going to work. The approach was roughly comprised of:
The datalayer consists of 2 parts:
To correctly manage consent throughout the entire customer journey, we’ve implemented Cookiebot and connected it to the Shopify privacy API. During checkout the consent status is obtained from Cookiebot’s cookie.
We’ve decided to disable all tracking functionality in the Google sales channel. For Meta we’ve realized a dual setup: measuring the performance of both the Meta sales channel and our custom pixel.
Google Cloud Platform (GCP) is used to host a virtual server on a custom domain, enabling a robust and scalable server-side tracking solution. This approach leverages the power of Google Tag Manager’s server-side capabilities in a first-party context while benefiting from the flexibility and performance of GCP’s infrastructure.
After testing we found that our custom pixel measured far more purchases for Meta, than the Meta sales channel. Also for other channel we average around a 10% missing purchases, which is expected taking consent into account. All in all this had a major impact on advertising results.
The Meta ROAS has almost tripled since we started using New North Digital’s tracking setup. We’ve started scaling up our budgets again.
After implementation, we continue to provide Oilily with support. This way, tracking remains at the highest level and we are always within reach for questions about purchase tracking, consent and analyses.